<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The banking sector has developed and extended the use of its services in the past decade. In fact, nowadays mobile banking (M-banking) is the most developing service offered by a bank. In order to encourage customers to use m-banking services, it is extremely important to get clients to trust the M-banking services provided by the bank. This article discusses private clients’ trust in mobile banking in Latvia. Hence, the goal of the research is to identify the key factors driving individual customer’s confidence in mobile banking. In order to determine the weight of each factor, expert evaluation method based on analytic hierarchy process (AHP) was used. The results showed that the most vital factor affecting private clients’ trust in mobile banking is customer characteristics, especially customers’ computer literacy. However, after summarizing all the subfactors, it became clear that the most powerful in the trust-building process is convenience/practicality of using a mobile application. However, there is a limitation – the survey was conducted by interviewing experts, which means that the results may differ from the responses of the clients themselves.</p></abstract>

The banking sector has developed and extended the use of its services in the past decade. In fact, nowadays mobile banking (M-banking) is the most developing service offered by a bank. In order to encourage customers to use m-banking services, it is extremely important to get clients to trust the M-banking services provided by the bank. This article discusses private clients’ trust in mobile banking in Latvia. Hence, the goal of the research is to identify the key factors driving individual customer’s confidence in mobile banking. In order to determine the weight of each factor, expert evaluation method based on analytic hierarchy process (AHP) was used. The results showed that the most vital factor affecting private clients’ trust in mobile banking is customer characteristics, especially customers’ computer literacy. However, after summarizing all the subfactors, it became clear that the most powerful in the trust-building process is convenience/practicality of using a mobile application. However, there is a limitation – the survey was conducted by interviewing experts, which means that the results may differ from the responses of the clients themselves.

Factors Influencing Customer Trust in Mobile Banking: Case of Latvia

Economics and Culture

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Factors Influencing Customer Trust in Mobile Banking: Case of Latvia"}

The banking sector has developed and extended the use of its services in the past decade. In fact, nowadays mobile banking (M-banking) is the most developing...

Factors Influencing Customer Trust in Mobile Banking: Case of Latvia

Publicado en línea: 29 dic 2017

Páginas: 69 - 76

DOI: https://doi.org/10.1515/jec-2017-0019

Palabras clave
trust, mobile banking, analytic hierarchy process (AHP), expert evaluation, Latvia

© 2017 Viktorija Skvarciany et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Factors Influencing Customer Trust in Mobile Banking: Case of Latvia

Publicado en línea: 29 dic 2017

Páginas: 69 - 76

DOI: https://doi.org/10.1515/jec-2017-0019

Palabras clavetrust, mobile banking, analytic hierarchy process (AHP), expert evaluation, Latvia

© 2017 Viktorija Skvarciany et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Palabras clave
trust, mobile banking, analytic hierarchy process (AHP), expert evaluation, Latvia